Every fashion enthusiast of a certain age in the UK has fond memories of Shellys - it was the footwear haven of it's time, the exciting place where you would've picked up your first Clarks Wallabees, your first Doc Martens, your first Pixie boots. They were also the first mainstream purveyors of platforms and Chelsea boots, and even hooked up with designers like Jean Paul Gaultier, Katherine Hamnett and Vivienne Westwood. Do you remember Geri Halliwel's Union Jack ankle boots? Yup. Shellys. That's all impressive, but we even look back at those drawstring-knapsack placcy bags (which they re-released in scuba) with a warm feeling.
For a long long time - in fact, from the 60s way through to the early 90s - it was the high street's shining shoe Mecca and then, well, it kinda disappeared. Well, no more dear friends, the superstore is back! And, moreover, the new Shellys London - which is owned by the ALDO group - is blazing a trail with its own fresh designs. Just like the days gone by, the team are plugged into street culture, offering up something more directional than some of your other high street retailers. The likes of which have been noticed, twice no less, by one of the foremost US trendsetters, Leandra Medine of The Man Repeller.
S/S'14 from Shellys London
Shellys London for SS14 is unashamedly rooted in the 1990s; a collection inspired by the decade of the stomper. Now you'll find chunky flatformish rubber soled sandals, lace up canvas ankle boots and giant platforms. These new styles (which you can find on ASOS) have so far met the feet of Pixie Lott, Little Mix, Bip Ling and a handful of bloggers... will you be next?